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  • Google’s Antitrust Case

    The suit against Google pertains to its growing influence in and monopoly of the search industry and how its business practices are hindering marketplace competition. The U.S. government is concerned about the exclusivity agreements it formed with companies like LG and Apple, whom it paid the latter an estimated eight to $12 billion to become the default search engine on iOS devices. 
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  • Will Digital Marketing Recover in 2021?

    Despite slashed marketing budgets, advertising needs have also dwindled reducing the costs of paid ads making it an optimal time to invest. As reliance on automated marketing processes increases, companies will continue to optimize their existing assets headed into 2021. This process allows companies to better manage smaller budgets while maximizing the use of their digital assets. 
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  • What the Heck Happened to Digital Marketing in 2020?!

    The U.S. economy started 2020 on a high note, with an eighth consecutive year of increasing growth. Most companies expected a downturn of some sort to occur, yet were prepared to spend an estimated $800 billion on marketing in 2020 according to a study from Forrester. Marketers were aiming to spend more on content and influencer marketing until the emergence of COVID-19 stalled those efforts.
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  • October 2020 Winners & Losers

    As the 2020 holiday season approaches, Amazon continues its reign over ecommerce. Google is aiming to compete in ecommerce queries with more free listings in SERPs and new schema markups for shipping. Amazon is expected to maintain its No. 1 spot, but a battle is brewing for the No. 2 spot between Walmart and Ebay.
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  • Building SEO Feedback Loops

    Creating an SEO feedback loop is a vital process for learning your business, setting a strategy, implementing it, evaluating and knowing when to pivot. Understanding the context of your data and knowing how to communicate successes and needed improvements are critical to keeping SEO efforts from being siloed.
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  • How to Evaluate SEO Campaign Success

    Although it’s tempting to just evaluate certain parts of your data, you need to evaluate data from all sources to gain a complete picture of your strategy’s performance. This includes segmenting and examining all sources from desktop and mobile data sources. Monthly evaluations of your SEO campaign can clearly illustrate its time to maturity and provide a detailed timeline for evaluation from other departments and higher ups.
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  • SEO Project Implementation Process

    A strong project foundation ensures your strategy will drive successful results. Keyword optimization should take priority, segmenting them into tagged lists like product keywords or brand keywords. Tagged lists make it easier to manage data variables. 
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  • Setting Your SEO Strategy

    Determining and focusing on specific issue areas with your strategy is key to its effectiveness. If you have a strong technical foundation, you can focus on content and optimizing high value keywords. Although a strong website doesn’t guarantee it’s providing what your consumers are looking for. Ensure the right context exists for executing certain strategies, otherwise your strategy will be misaligned with your actual goals.
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  • SEO Research Workflows

    Your keyword list needs to address the who, what, when, where and why queries your consumers are using in search. As you begin conducting SEO research, analyze every aspect of your website to determine areas of improvement. Namely focus on areas that could immediately improve ROI to keep research focused without going too broad. 
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  • When to Cut Bait with Your Agency

    Terminating an agency partnership should be a last resort for several reasons. The cost of firing an agency and hiring a replacement can be astronomical and building a new partnership takes time to reach fruition. Mutual trust and transparency is needed for a successful partnership.
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